Chapter 8: Websites

According to the Gartner Analytic Ascendancy Model, what category of questions does the following website analytics question belong to? "How many website sessions will we have in January of next year?"

predictive

The dimension channel group belongs to what scope level within website analytics?

session-level

Conversions and revenue are recorded by default when setting up website analytics tools.

False

Total pageviews is a common KPI for website analytics.

False

Which list of marketing technology tools are ALL website analytics tools?

Google Analytics, Adobe Analytics, and Matomo

Google provides access to a Google Analytics demo account that contains real website analytics for the Google Merchandise Store.

True

Website analytics provides insight into a website's performance as well as the performance of other media such as social media, email, organic search, and paid ads.

True

What category of dimensions would be most helpful to a strategist creating a target marketing segment and persona?

audience dimensions

Victoria would like to segment website sessions by what media the sessions came from to help her manager show the influence of media on website sessions. What dimension should she use?

channel group

According to the Gartner Analytic Ascendancy Model, what category of questions does the following website analytics question belong to? "What was website revenue for last month?"

descriptive

Simon would like to count the number of times a button is clicked on his website. What metric should he use?

events

Paul would like to segment website sessions by the URL that individuals left the site from. What dimension should he use?

exit page

The metric pageviews belong to what scope level within website analytics?

hit-level

When a user clicks on an email link that does not include UTM tracking, how will the session be recorded by website analytics?

the session will be recorded as coming from the direct channel

Which UTM tracking parameter records the ad a user clicked on to begin a website session?

utm_content